03 04 ON 2007

SFA, a facet of the e-CRM

As part of my training in Mast re Sp cialis , I have attended a seminar on CRM today, to know the Customer Relationship Management (and not the Centre of Mathematical researches, nor even still the Centre of Metallurgical researches ;-) ).

The deep changes of current economy, owed notably to the recent integration of New Technologies in relations client - undertaken, allowed to carry the notion of fashionable CRM. Of French acronym GRC (Management of Relations Clients), CRM or else e-CRM is other, indeed, than group of software solutions allowing to automate different commercial functions of the firm:

Marketing function: targeting, segmentation, management of campaigns, of event, detection of opportunities of sale, etc.;
Function blows: management of contacts, catch of appointment, followed by offer, etc.;
Guarantee function: customer service, management of litigations, online support, etc.

Objective is so to capitalise in one IF information relating to the clients / prospective buyers, to allow to all firm (notably the sales and marketing people!) to improve its knowledge of the client and to provide him products or provide services answering its waitings at best, and so to register relation in length by securing the loyalty of it.

This definition of CRM, very spread and very general, corresponds however to the only point of view of a manager du Service Client. She indeed allows to emphasise the relational marketing approach led, either based on offer (transactional marketing), but on relation with the client. What is it then the commercial force of the firm, which is at the root of the very information or rather than is it from the point of view of a manager des Ventes or manager of a Marketing Manager?

Indeed, (except for firms specialised in an online activity B2C as eBay, Meetic, etc.) the sales and marketing people remain human resources necessary to any society, which he admits of manager, to optimise results. It is so a question of making coincide the personal objectives of every sales and marketing person with those of the firm.

For it, the firm must just define its objectives, or, in other words, orientate its strategy, and implicate its sales and marketing people in this direction. It is therefore necessary to him to have a vision on results attained to be able to pretend in consistent predictions, and so to act deliberately, what is not obvious today, or the visibility of result comes down to extracts of the fiscal year.

It is in it that a tool CRM brings a real added value, which will allow in IF to be the most exhaustive possible, to optimise relations client. It involves about SFA there, is her Dirty Force Automatization, one of the facets of CRM. They note especially:

The organisation of working time allows to have a stricter approach on behalf of the sales and marketing people in the process of a sale, and therefore to do up of time for the capitalisation of harvested information;
The management of commercial activity allows as for her to have a visibility real time on the led business, and of fiabiliser so its predictions. She will therefore be able to act better in optics to optimise her benefit, thanks to a consistent piloting of her teams of sales and marketing people.

To end, he is obvious in view of what precedes, that the installation of solutions of CRM in a firm does not come down to the simple deployment of a defined software solution. As for any installation of ERP, she requires to change the organisation of the very whole firm, what implicates a step of behaviour of change

Some links:

Key words :Commerce, CRM, Strategy

This newsletter was published on Tuesday, April 3rd, 2007 0:28 and is classified in e-business You can follow answers to this newsletter with the thread RSS 2.0. You can answer, or make a rear-view mirror-link since your site.

4 answers in SFA, facet of the e-CRM

Said Boris :

April 3rd, 2007 in 2:15

Rha whore, as I am happy with step to have made a master!!! You could not make a post on the gouvernances of the systemes of information?
Apox says :

April 3rd, 2007 in 13:17

To top up a layer

In fundamental goalkeeper of CRM simple percentage to improve long - term growth and profitability through has superior understanding of customer behaviour. Here, CRM examine aspects all of the correlations enterprise manage its customer relationships in a year organised way has company has with its customers and involves the implementation of methodologies and technology to help a year.

and WHILE CRM stands for Customer Relationship Management, all too often for many companies, CRM simple percentage predominately focused one Customer Acquisition Management moving customers and prospective buyers through the dirty and marketing process to land new customers golden up-sell existing ones. This bias leaves has lot of meat to one to the bone for companies to get more out of their complete CRM INVESTMENT, and bring the focus back to the customer and good customer service.

the reality simple percentages that most organisations simply donation t do their was owed stagecoach when it comes to servicing their customers, and do so in has tagged being ace time and resource consuming way that simple percentage. for example, in 2006 only 59 % of contact centres reported that they had achieved their customer satisfaction KPI, down significantly from 79 % in on 2005.

At has time under extreme when companies are press to transform customer from service has cost centre to has benefit centre, how do we rise above this set of productivity in customer support and refocus our vision one to the customer?

the key to successful customer service, and using technology and software package to power the customer service operation, simple percentage to adopt have holistic approach that unify all the different dawned of customer correlation.

At the heart of this approach simple percentage the concept of collaboration, bringing different elements together into has cohesive, working join. Ace goes the old saying the sum simple percentages greater than its parts , two and more people working together to solve has are problem more real than one.

when APPLIED to CRM, numerous this means involving internal and external resources in the resolution of has single customer inquiry service. Here, collaboration simple goes one step further than linear processes (which make up the classic dirty and marketing leaves of CRM) to encourage communications interactive that incorporate business processes into the complete chain service. Collaboration ensures that customer requests are handled not only in the context of the help desk golden customer service department, also allows smart drank agents to work in real-time with other departments such dirty, marketing aces, supply chain, accounting well ace ace with external partners to utilise their efficiencies and achieve faster hut resolution.
Scavenger says :

April 3rd, 2007 in 13:42

Oh well you will perhaps be surprised but I I like this ^^
Syrio says :

April 3rd, 2007 in 19:42

You know what? It even do not surprise me
(yes yes, you can correct my errors)